Some people were extremely happy when TikTok was banned in India. We fail to realise that TikTok was just a platform, the real devil is the short videos. Don’t get us wrong, some shorts or reels are great but when used for easy entertainment, mostly they are killing the attention span of users.
The rise of short-video apps like Instagram Reels, and YouTube Shorts is challenging traditional streaming services like Netflix and Amazon Prime. As people’s attention spans shorten, many are turning to snackable content that is quick, engaging, and easy to consume.
In 2023, the average consumer spent 37 minutes daily watching short, user-generated content, a noticeable increase from 33 minutes in 2022. This trend highlights the growing appeal of brief videos, especially among Gen Z and millennials.
OTT platforms are finding it difficult to keep audiences engaged for long periods, particularly in India, where the habit of paying for subscriptions is still developing.
Long-form content, while still relevant, faces the challenge of maintaining viewer interest in an environment where distractions are just a tap away. OTT executives acknowledge that short-form content poses a threat.
We are not here to simp for OTT platforms, but your attention span needs to be checked. PATIENCE is still a virtue and these reel makers are mostly about killing that.